Guerrilla Marketing Campaign - Digital and Physical
Project Selected for been showcased at Milan Design Week 2020

Waste management greatly contributes to the global sustainability problem. However, the issue of waste management is not a popular topic. There is too much psychological distance between the issue of global plastic waste contamination and people’s everyday waste management behaviours, and therefore the problem seems too abstract for individuals to act upon. To combat this, our project aims to design an innovative intervention to change the behaviour of HvA and UvA students and staff towards waste management, and specifically plastic pollution

DSC_8665.jpg
PC Mockup.jpg
DSC_8667.jpg
Webpage Plasticful Foods.jpg
 
 

Plasticful Food is a speculative design project which draws attention to the amount of micro-plastic people are incidentally eating on a daily basis. The issue of micro-plastic itself, is a waste management problem. Therefore, by drawing attention to the personal problem of micro-plastic consumption (which leads to negative health side-effects that scientists are only now beginning to research and understand), we hope to decrease the psychological distance between the global problem and the audiences everyday behaviours. This invites audiences to imagine the undesirable possible future of waste management, which provokes critical thought and sparks the debate about our topic. Our Plasticful Food products utilise believable branding and marketing strategies, to suggest to the audience that these are real products. This creates shock, curiosity and/or discomfort among the audience, which provokes them to look further into our topic.

 
DSC_8724.jpg
2017_Macbook_Mockup22.jpg
DSC_8695.jpg
WebPage PlasticfulFoods.jpg
 
 

Physical stands will be placed within the university to display our Plasticful Food products. The label of these products, and the stand themselves, include QR codes linked to our website. Along with the stands, we will also be using the university’s narrow-casting screens, and social media, to encourage our audience to scan the QR code and therefore, visit our website. Our website aims to educate people about plastic pollution, and inspire them to take action against it. We collected reliable sources of information into a single website, where university students and staff will have access to tools, inspirational cases and initiatives that they can take part in, to start acting towards a solution for plastic pollution. By collecting all of these diverse and trustworthy resources regarding plastic waste management into one place, we hope to somewhat resolve the discomfort we provoked in our audience through our Plasticful Food products. Thus inspiring them to act to avoid the possible future where eating plastic waste could be a viable waste management practise.

 
IMG_5531.jpg
 
DSC_8633.jpg
DSC_8603.jpg
 

The project has been exhibited during the Digital Society School showcase the 22nd of January 2020. For this exhibit, we envisioned the concept of a cafeteria of the future with our food products advertised. The cafeteria exhibit aims to give an immersive experience to the audience regarding how the future may be. This will leave them questioning if the project is real or not.  Speculative design is a relatively new, and often unknown or underrated design discipline. As specified by Dunn and Raby (2013), the practice involves projecting current facts into a possible future. Therefore, projects utilizing speculative design include a high level of design fiction, and thus often straddle the line between design and art, making them difficult to implement seriously in the current day. Yet speculative design could also be the perfect tool to change people’s behaviour to be more sustainable, as it provides a framework for audiences to critically analyze the near possible future. As such, the Plasticful Foods project is an experiment, an investigation into whether or not speculative design, if framed and presented correctly to everyday audiences, could influence behaviours to be more sustainable.

2.jpg
20200122-164925-_52A0445- Bibi Veth.jpg
20200122-163214-_52A0410- Bibi Veth.jpg
 

©2020  Created by Federica Gilda Marrella